TRESOR’s Jacquel Entertainment Bets on 2Shoes as Next Global Export
Jacquel Entertainment, the groundbreaking music and creative company owned and operated by TRESOR, one of the most celebrated and globally credentialed artists and executives of his generation, has signed South African music phenomenon 2Shoes in a landmark deal. A multidisciplinary creative force whose vision has always demanded a global stage, 2Shoes joins one of the continent’s most visionary labels in a move set to announce South African music to the world on its own terms, cementing his position as a rising global force while underscoring Jacquel Entertainment’s commitment to elevating African artistry to unparalleled heights.
Born and raised in Johannesburg, 2Shoes is a South African DJ, producer, and music artist whose Afrocentric fusion, threading through Afrohouse, house, and electronic music, has taken him to AfroNation in Portimão, Boiler Room in Amsterdam, a closing set at Hï Ibiza, and a support slot for Kaytranada in Johannesburg. Beyond the music, he is a visual artist, painter, and designer, a complete creative whose multidimensional range makes this signing something far greater than a record deal.
2Shoes | SUPPLIED
At the center of this partnership is TRESOR, widely regarded as one of the most consequential creative figures of his generation. His contributions spanning Drake’s Honestly, Nevermind and collaborations with Ed Sheeran have established him as both a tastemaker and architect of globally resonant sound. South Africa can expect extraordinary things from this collaboration, and the rise of 2Shoes under the Jacquel Entertainment banner is one the continent, and the world, should anticipate with full attention.
For TRESOR, signing 2Shoes was a move rooted in conviction and clarity of vision.
“It started with the music, there has to be something undeniable sonically,” he explains. “But very quickly I realized 2Shoes wasn’t just making songs, he was building a world. The visual language, the design sensibility, the way he performs, it all felt intentional and interconnected. That’s rare.”
TRESOR is equally clear about Jacquel Entertainment’s direction. “We are doubling down on building culture, not just chasing hits. We’re not interested in volume. We’re interested in meaning, in identity, and in artists who can stand globally without losing their core. 2Shoes represents the next phase of that vision.”
For 2Shoes, this partnership is the infrastructure his creative ambition has always demanded. “Finding a home at Jacquel meant I can finish a lot of songs I’ve been working on,” he says. “Jacquel also offers the possibility for me to be involved from start to finish in terms of creative vision, feeding into my holistic creative approach in all the things that I do. It’s finding a clan to do certain operations with.”
TRESOR | SUPPLIED
Signing to Jacquel Entertainment marks the beginning of a new chapter, one in which 2Shoes steps into the full scope of his potential, backed by a label built to carry an artist of his range all the way to the global stage.
The partnership opens this Friday, 3 April, with a debut record positioned as a declaration of everything to come. “This record is a combination of all the sounds I’ve been working toward,” says 2Shoes. “This sound is me claiming that space, saying, I’m here. This is what I do.”
TRESOR frames it simply, “This is the beginning of a universe that will unfold over time.”
By bringing together one of South Africa’s most complete creative forces and one of the continent’s most visionary labels, 2Shoes and Jacquel Entertainment are setting a precedent for how African talent is developed and celebrated on the global stage. What comes next is not simply music, it is the arrival of an artist who was always destined for this moment.